Research Of Identification Of Marketing Process Control Point Based On TOPSIS

Now society is in an era of rapid development, the market environment also changes rapidly. Enterprises want to be invincible must make efforts in marketing, and the first prerequisite is to do the marketing process control work well. However, the control of the entire marketing process is not only expensive, but also unavailable, so identifying the appropriate marketing process control point is an effective way.In this paper, I tease out the general marketing process through the theoretical analysis. Then I determine the degree of importance of marketing processes by experts'questionnaire. And then, I use AHP to establish a hierarchical model to identify the key processes of marketing. Finally, I use the TOPSIS method to establish the marketing process control point recognition model to identify the optimal control point.Through the above analysis, the following conclusions can be drawn: 1, the marketing process can be divided into eight processes; 2, the indicators of marketing are importance, cost, time and manpower; 3, the key processes of marketing are channel management, customer management, exc.4, through the case of China Unicom, the optimal control point is the promotion process.This paper's significance is trying to establish a recognition model of marketing process control point for the enterprises. Through the recognition model enterprises can make the marketing process control work simple and feasible.